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CALIFORNIA LOTTERY, WARNER BROS. RECORDS FORM PARTNERSHIP

New Scratchers instant lottery ticket features unique second-chance music prizes

Warner Bros. Records and the California Lottery are partnering in a new Scratchers scratch-off ticket that features unique second-chance music prizes.

Warner Bros Records Scratchers hit stores Tuesday. The first-ever music promotion offers players the opportunity to win the usual instant cash prizes, but also includes unique second-chance prizes, such as music downloads and concert tickets.

“We are excited to partner with Warner Bros. Records to bring a one-of-a-kind game to our players by combining the fun of winning with the excitement of music,” said California Lottery Director Joan Borucki. “Our players have expressed great interest in music-themed prizes, and this game, coupled with our interactive Web site, will bring a new level of playing to our customers.”

Four Warner Bros. Records artists will be featured on the Scratchers: internationally acclaimed musician Seal, singer and songwriter Michelle Branch, veteran rockers Goo Goo Dolls and buzz band Taking Back Sunday. These marquee artists represent the diversity and uniqueness of Warner Bros Records, which is celebrating its 50th anniversary this year.

As part of the special second-chance drawing, download winners will have access to the entire Warner Bros. roster and catalog of songs to choose from.

“Warner Bros. Records was born in California, and we have a rich history and heritage in the state. In celebrating our 50th Anniversary, partnering with the California Lottery was a perfect match,” said Warner Bros. Records Brand Partnerships Vice President Andrea Kinloch. “It’s always nice to be first-and since this is the first music-based promotion that the California Lottery has done we are even more pleased.”

The top cash prize for the Warner Bros Records Scratchers is $10,000. Non-winning tickets may be entered into the online second-chance drawing, which has a top prize of an all-expenses-paid trip to a 2010 summer music festival. In addition, 2,400 winners will win 100 music downloads each.

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